When Thoughts of “Having Less” Promote the Desire to Become One’S Best: Reminders of Resource Scarcity Increase the Desire For Self-Improvement

Prior research has shown that resource scarcity promotes the desire to advance one’s own welfare. We draw from this work to offer the novel proposition that, as a consequence, considerations of resource scarcity will increase consumers’ interest in and willingness to pay for products that offer self-improvement related benefits.